Klaviyo is the number one analytics tool for e-commerce email marketing. It works best for e-commerce businesses who are selling a physical product rather than a service and will allow you to see how much money each email campaign makes.
Why I Like Using Klaviyo
I love using Klaviyo because:
- It is extremely user-friendly and easy to navigate
- It is a single place to store all of your customer data
- Easy to understand metrics and statistics
- It offers advanced segmentation to target specific customer types
- It offers tools to create personalized customer experience in real time
- They help you improve experiences using data science and machine learning
And the most important, it is free to get started :).
The Klaviyo Dashboard
When you open up Klaviyo, the first thing you see is the dashboard. The dashboard gives you options to view statistics for today, the last 7 days, the last 30 days, the last 90 days and the last year. You can also view statistics for a particular month. This is great for e-commerce business owners like me who like to compare results between months and quarters to increase business growth.
The Klaviyo Dashboard imports information from your e-commerce store and allows you to track multiple actions that your customers take. For example, you can see how many people viewed your product after opening the email campaign or how many people purchased the product after your email campaign.
Not only does the dashboard allow you to see how many sales you made from emails, but Klaviyo will also display this as a percentage of your total sales. This allows you to analyze how effective your email campaigns are compared to other sources of marketing.
Klaviyo Flows – A Deeper Look At Your Email Campaigns
The next section under the Klaviyo Dashboard is flows. An email flow is a sequence of emails that is triggered by a specific customer action. This section of Klaviyo will show you how effective each of your email flows is. You can analyze which ones are resulting in product sales and which ones are not.
For example, you can see if your email signup flow is effective or if your abandoned cart flow is performing as it should. This provides valuable feedback that will allow you to tweak your flows and analyze the changes.
You can see if offering a small discount to people who plan to navigate away from your store is effective or not.
Klaviyo Campaigns – Do Your Campaigns Work
A campaign is an offer or sale that is designed to get your email subscribers to take an action. The action could be purchasing a product; it could be viewing a link, anything you want.
Klaviyo allows you to quickly analyze the effectiveness of your email campaigns using the following metrics:
- Open rate – Allows you to see if your subject lines are enticing enough to get people to open your emails
- Click rate – How many people are clicking on links in your email (your call to actions)
- Orders placed – How much money has each email generated through placed orders
You can create, edit, and delete email campaigns all from Klaviyo. All the information is pulled from your website to make creating an email campaign really easy!
In this video, our senior account manager Amara Ricord explains step by step what the difference between flows and campaigns is and gives practical examples of the types of flows and campaigns you can send.
How Do I Know If My Email Marketing Is Performing Well?
Every business owner will have their own set of metrics that they aim for. If a business focuses most of its marketing on email marketing, then it will want its statistics to be very high.
However, for most businesses, a good starting point is:
- Email Revenue 20-30% – Your email marketing is bringing in at least 20-30% of your total business revenue
- Flows 15% – Your email flows are resulting in 15% conversion to a sale
- Campaigns 15% – Your email marketing campaigns for new products or sales are converting at 15% to a sale
These are the numbers I aim for in my email marketing, and if I see these numbers below that benchmark, I will tweak my campaigns and flows until they are back up to 15%. The great thing about Klaviyo, is you can analyze the performance of every single email in a flow or campaign, so it because really easy to identify what isn’t performing well.
Pinpoint The Underperforming Email
The ability to identify which email in the flow or campaign is not performing is key to improving your email marketing. Klaviyo allows you to see the conversion for each email in a sequence and the following metrics:
- Open rate
- Click rate (on a call to action)
- Percentage that placed an order from that email
- Unsubscribe rate
- Revenue from that email
- Where on the email people are clicking (internal links, call to action, company logo)
- Which of your website pages they view after clicking a link
Once you view your statistics, you can make changes to the email flow or campaign using the drag and drop functions. You can put a longer delay between emails or add and remove emails to the email sequence.
Klaviyo Profiles – See How Your Customers Interact With You
This is one of my favorite features. Klaviyo allows you to drill down into each individual customer to see which emails they interact with and if they have purchased your products. Klaviyo will analyze their purchasing behavior and predict if they will order again and when they are likely to order again. From this information, they also predict the lifetime value of that customer.
Klaviyo Lists and Segments
A key USP that sets Klaviyo apart from other email marketing services is its advanced segmentation. I don’t think there are any other services that allow you to really group and manage your email lists as much as this.
Segmentation allows you to really maximize the effectiveness of your email marketing campaigns by tailoring them to your customer types.
For example, you can target loyal customers to send them little thank you gifts. You could also target customers who have been on your list and read your emails but have not yet made a purchase and send them discount codes. This is extremely powerful for your business as it allows you to use solid data about your customers’ actions to ensure you are targeting each one in the best way. You can segment your customers in almost any way you can imagine.
The sky is the limit!
Final Thoughts on Klaviyo
I have used Klaviyo to grow my business for a number of years and really can’t recommend it enough! The features and flexibility that it allows e-commerce business owners are amazing. No matter the size of your business or email list, Klaviyo will help you to leverage your email signups in the most effective way.
I produce many video tutorials showing how to use each of Klaviyo’s features. I also share my tips and tricks for how to grow your business through email marketing with Klaviyo.