Klaviyo

Klaviyo describes itself as a B2C CRM. It brings customer data, email marketing, SMS marketing and analytics into one platform. Klaviyo connects to store platforms such as Shopify and WooCommerce, so purchases, browsing and cart activity become data that drives messages.

Messages in Klaviyo come in two kinds. Flows are automated sequences triggered by behavior, such as signing up, abandoning a cart or placing an order. Campaigns are one-time sends to a chosen segment, such as a new product launch or a seasonal sale.

What Klaviyo handles

• Email and SMS from one customer profile
• Automated flows triggered by store and site activity
• Segments based on purchase history, engagement and profile data
• Signup forms and consent collection
• Revenue and engagement reporting by flow and campaign

Flows that most stores need

A store usually starts with a welcome series for new subscribers, abandoned cart and browse abandonment reminders, and a post-purchase flow with order follow-up and product tips. Brands with products that run out on a schedule add replenishment reminders. A winback flow reaches customers who have not bought in a while.

SMS consent and list health

SMS through Klaviyo requires subscribers to opt in to text messages, separate from email consent. Klaviyo records that consent on the profile. Keeping lists healthy also means suppressing people who never engage, which protects email deliverability.

Klaviyo fits e-commerce brands and other businesses with customer purchase data. Service businesses with simple newsletters may not need a platform built around store data.

Results in Klaviyo are only as good as the data behind them. Store events must sync correctly, product catalogs need clean images and prices for product blocks, and attribution settings should be understood before comparing Klaviyo revenue with other reports.