This article was written by Gavin Hewitson, email marketing specialist and founder of In-box.
When it comes to email marketing for Shopify, Klaviyo is the go to option. The platforms integrate seamlessly, and have been built to do so. Klaviyo enables advanced segmentation capabilities, automated flows, and powerful analytics. If you have a shopify store, and you want to add some additional revenue through the use of email, Klaviyo is your go to. Let's explore 5 compelling reasons why Klaviyo is the best email marketing integration for Shopify.
- The integration factor
Klaviyo offers a seamless integration feature with Shopify, allowing for instant transfer of data between the two platforms. This enables the prompt sending of time-sensitive emails like post-purchase thank you messages or abandoned cart reminders. The integration is pretty seamless and takes minutes to set-up which you can learn more about here.
Moreover, the strong partnership between Shopify and Klaviyo is evident, as Shopify has invested over 100 million dollars into the platform. This investment ensures a perfect match with Shopify's internal CRM and that the two systems will play very nicely with each other far into the future. Klaviyo CEO Andrew Bialecki is quoted in relation to this deal as saying:
‘I've talked with their product team and CEO many times — they’re big believers in our mission of empowering creators and they have a lot of respect for the products we’ve built and our customer-first, product-led culture. Shopify’s been key to our growth and a great team to work with and we’re excited that this will help us go faster in helping more of their customers.’
- Advanced Segmentation
Advanced segmentation is a standout feature of Klaviyo. People will sometimes mention that platforms such as Mailchimp have this function as well, but very few have the depth enabling you to categorise your customer base in a million different ways (literally). For example, you can segment your customers based on their purchasing history, targeting those who have made repeat purchases or those who haven't made a purchase in some time all the way to segmenting your audience based on something such as their favourite pizza (assuming you capture this data).
Now, what can you do with this data? By tailoring your email campaigns and even automations or sign-up forms to these specific segments, you can send relevant and personalised messages that your readers will actually want to engage with. Research has shown that simply including small elements of personalisation, such as the first name, can drastically increase conversion rates. Think about the impact that a campaign curated around, for example, a personalised product recommendation based on what the reader viewed in the past can have on engagement and sales.
When it comes to segmentation, you really can go a million miles deep with this, but a general rule of thumb is to focus on the metrics and data that is relevant to your business. There is not point creating a segment of red haired people from iceland, if you are selling cat and dog beds, in this example, segment your audience based on the type of pet the reader owns.
Klaviyo's automated flows are a game-changer in simplifying and streamlining your customers' interactions with your brand from within their inbox. Almost every action you can imagine a customer taking on your website, Klaviyo can build an automation around. For those who don't know, automations are emails triggered off of actions people take on your website or in relation to your emails.
Here are some examples:
Abandoned Cart Reminders: When a customer adds items to their cart but doesn't complete the purchase, Klaviyo's automated flow can send a series of reminder emails with personalised product recommendations, incentives, or limited-time discounts to encourage them to return and complete their purchase.
Circling back to our segmentation conversation, you also ensure certain emails only go to certain audiences based on for example their purchase history. A great way to leverage this is to provide discounts to first time customers rather than repeat customers who may need less encouragement.
Welcome Series: When a new customer signs up for your newsletter or creates an account, Klaviyo's automated flow can trigger a series of welcome emails. These emails can introduce your brand, highlight key products or services, and offer exclusive discounts or incentives to drive engagement and make a positive first impression. You can also use these emails to garner valuable information from your readers for future promotional campaigns down the line.
Post-Purchase Follow-ups: After a customer completes a purchase, Klaviyo's automated flow can send a series of follow-up emails. These emails can express gratitude for the purchase, provide order confirmations and shipping updates, and even offer cross-sell or upsell recommendations based on their purchase history. Within this flow, you can set up an email reminder to come out when the expected date of the next order rolls around, which can trigger repeat purchase behaviour. For example, if you sell a skincare product, you can calculate the expected date of the next order relative to the product's use time and deliver an email when you think the next order is ready to be placed.
Win-back Flows: If a customer has been inactive for a certain period, and by inactive in relation to this flow, we mean hasn’t purchased in a while. Klaviyo can initiate a win-back flow. This flow can include personalised re-engagement emails with exclusive offers, reminders of the value your brand offers, or updates on new products or promotions to entice them to re-engage with your brand. You can also split up the emails in a way that ensures that any product recommendations within the email are tailored according to the initial purchase that triggered the flow in the first place.
Flows form the foundation of any email marketing strategy. Once you build a robust framework with these automated emails, you can begin driving traffic to them through the use of campaigns. If you would like to learn about some more advance klaviyo flows then click the link here.
- Deep Analytics
Klaviyo's robust analytics and reporting features provide solid insights into the performance of your email marketing campaigns, while also allowing you to analyse various split-tested variables. Here are some examples of Klaviyo's analytics and reporting capabilities:
Open Rates: Klaviyo tracks the percentage of recipients who open your emails, giving you visibility into the effectiveness of your subject lines and email content. By analysing open rates, you can identify trends and patterns that resonate with your audience and adjust your messaging accordingly. The subject line of your email should be a key focus when measuring open rates. Keep in mind though, with this metric, data can be skewed due to google and IOS privacy.
Click-Through Rates: Klaviyo measures the percentage of recipients who click on links within your emails, allowing you to gauge engagement levels and interest in your content. Monitoring click-through rates helps you assess the effectiveness of your calls to action and optimise them for driving conversions. Pay attention to the copy, creative, and call to action within the email itself.
Conversion Rates: Klaviyo enables you to track the percentage of recipients who complete a desired action after clicking on a link in your email, such as making a purchase or signing up for a webinar. By measuring conversion rates, you can assess the overall success of your email campaigns in driving tangible results and revenue. Note that the setup of your store can impact this factor as much as the email copy.
Revenue Generated: Klaviyo's integration with your Shopify store allows you to track the revenue generated from your email campaigns. You can attribute sales and revenue directly to specific emails or flows, enabling you to calculate the return on investment (ROI) of your email marketing efforts. The attribution window is customisable, ranging from one day to 30 days.
Campaign Performance Comparison: Klaviyo's reporting features allow you to compare the performance of different email campaigns side by side. This helps you identify top-performing campaigns and understand the factors contributing to their success. Analysing the data empowers you to replicate effective strategies and optimise underperforming campaigns.
Cohort Analysis: Klaviyo offers cohort analysis, which allows you to track the behavior and engagement of specific customer segments over time. By grouping customers based on their signup date or first purchase, you can analyse their long-term value, retention rates, and engagement patterns. This information helps you identify opportunities to nurture and retain valuable customers.
- Dedicated Support and Resources
Klaviyo's customer support is second to none. I have worked with a wide range of platforms and have yet to come across a support team that rivals Klaviyo in terms of depth of knowledge and promptness. Additionally, Klaviyo provides educational materials, including webinars, guides, and a vibrant community forum.
In conclusion, Klaviyo's seamless integration with Shopify, advanced segmentation capabilities, automated flows, personaliSation features, powerful analytics, and dedicated support make it the best email marketing integration for Shopify. By harnessing the full potential of Klaviyo, Shopify merchants can elevate their email marketing strategy, engage customers, and drive significant growth for their online stores.
This article was written by Gavin Hewitson, founder of in-box.co.nz. If you want to learn more about email marketing and how you can drive a significant increase in your ecommerce store’s revenue, feel free to check out Gavin’s agency by clicking here.